Gaming developers have figured how to use in-app purchases to engage users and make money. Can business apps follow the same model to #ConquerAppFatigue? In Beyond Games: Using Mobile Payments to Jump-Start Customer Engagement, hear Centric Consulting’s Digital and Mobile Practice Leader Jason Miller explain how mobile payments are emerging as a creative way to reach app-fatigued customers across industries. You’ll learn: • Five steps to get started with mobile payments, including how to sell it to your CEO • Examples of how companies are using mobile payments for business apps • Three things you can do today to decide if mobile payments are right for you

1. BEYOND GAMES
Using Mobile Payments
to JUMP-START
Customer Engagement

2. YOUR PRESENTERS
2
Jason Miller
Digital / Mobile Practice Leader
Expert in:
Digital and Mobile Strategy, Software Product
Development, Innovation
Bill Klos
Senior Architect
Expert in:
Cloud and Web Services, Beacon Sensors
and Internet of Things, Technology and
Systems Architecture

3. WHO WE ARE
We’re a business consulting and technology solutions company that’s been
around for more than 15 years and we’re building a company that will be here for
100 more.
3
‘99: Year
Founded
750+
Consultants
13 Locations 32+ Practice Areas
Business Consulting,
Technology Solutions,
Industry Areas, Digital
106 Million USD
(2015 revenue)
Boston; Charlotte;
Chicago; Cincinnati–
Dayton; Cleveland;
Columbus; Indianapolis;
Louisville; Miami;
Seattle; St Louis;
Tampa; Gurgaon, India
BOLD VISION
to span
100 years

4. AGENDA
1. State of Mobile
2. Conquering App Fatigue
3. Get Started with Mobile Payments – 5 Steps
4. Examples
5. Closing Thoughts

5. MOBILE BACKGROUND
5
 Adoption of smart phones & mobile apps has grown faster
than any technology in history
 Millions of apps in existence

6. MOBILE USAGE GROWTH
6
 Mobile usage trends over the last 10 years
 Mobile browser growth rate declining
 Apps used 7x more frequently than browser and 20x more time spent
https://medium.com/@sm_app_intel/mobile-app-industry-revenue-statistics-wheres-the-money-come-from-82581a45186d#.9n9blwbk6

7. APP FATIGUE
7
 App downloads are slowing down
 Establishing audiences is harder
 Value is creating loyalty

8. AGENDA
1. State of Mobile
2. Conquering App Fatigue
3. Get Started with Mobile Payments - 5 Steps
4. Examples
5. Closing Thoughts

9. ENGAGE CUSTOMERS
Challenges and implications of low customer engagement
10

10. MOBILE PAYMENTS:
Trends and Statistics
11

11. ENGAGE CUSTOMERS
With Mobile Payments
12
GAMING
APPS
BEYOND
GAMING
APPS
BUSINESS
APPS

12. GAMING APPS
Companies that have embraced mobile payments
13
 Social Networking, Music and Games
contribute to nearly half of the total
time spent on mobile apps
 Game developers have monetized
mobile apps faster than any other
industry ($58 billion in 2016)
 They’re cool, fun and addictive

13. BEYOND GAMING APPS
Businesses that are using mobile payments for customer engagement
14
 Uber, Lyft , AirBnB and Starbucks
recognized as industry leaders at
monetizing their mobile users
 They provide a useful service for
busy customers on-the-go
 Creating stickiness and loyalty with
customers
 Not technology or software
companies
 Using mobile payments to position
their brand as an innovator in the
marketplace

14. BUSINESS APPS
Business apps have a history of falling short
15
 Failure to engage business
customers on a mobile platform
 Difficulty in deriving dollars and
transactions from mobile users
 Not reimagining their mobile
customer experience fast enough
 Failing to change their approach to
meet and exceed customer’s mobile
expectations
 Not providing the opportunity for bi-
directional, real-time, interactive
relationships with mobile users

15. AGENDA
1. State of Mobile
2. Conquering App Fatigue
3. Get Started with Mobile Payments – 5 Steps
4. Examples
5. Closing Thoughts

16. STEP 1:
Recognize there’s a problem
18

17. STEP 2:
Dare to be innovative
19
Explore a few
examples of new
business models
using mobile
payments
Embrace the
solution: mobile
payments

18. DARE TO BE INNOVATIVE
A few thoughts on mobile payments for business customers
20
Business process management can really help automate and improve business
payment processes
MOBILE CHECK DEPOSIT
PAYMENT/RECEIVABLES PROCESSING

19. MOBILE PAYMENTS:
Why they matter
21
 More secure
 Convenient and transactional
 Higher customer loyalty
 Higher conversion %
 Lower abandonment
 Cash and plastic are going digital
 No heavy investment in
e-Commerce tools
 Ripe for innovation

20. STEP 3:
Get the executive team on board
22
 Scalable solutions with minimal
upfront investment
 Ability to evolve business model
 Innovation without cannibalization of
core business
 Respond to new market startups
 Technology is a requirement for
customer interaction

21. STEP 3:
Get the executive team on board
23
 Driving more dollars through mobile,
clearer view of ROI
 Lack of in-house expertise requires
working with reputable partners
 Extend the life of back-office IT
systems
 Better digital apps and tools provide
customers a better experience
 Customer touchpoint provide
engagement

22. STEP 4:
Determine the approach you want to take
24
DO YOU NEED A
NEW APP OR DO
YOU ENHANCE
YOUR EXISTING
APP?

23. DO YOU NEED A NEW APP?
25

24. DO YOU ENHANCE YOUR APP?
26
 Offer in-app payments
 Extend your e-commerce system
to mobile
 Loyalty program rewards and
promotional offers

25. STEP 5:
Choose your partners
27
Are Marketing &
IT teams aligned?
Do we need
to work with
a partner?
Do we have
the internal
skills for this?

26. MARKETING & IT ALIGNMENT
28

27. INTERNAL SKILLS?
29

28. DO WE NEED A PARTNER?
30
 Third party payment processor
 Mobile development services provider
 Know what to look for in a partner

29. AGENDA
1. State of Mobile
2. Conquering App Fatigue
3. Get Started with Mobile Payments - 5 Steps
4. Examples
5. Closing Thoughts

30. BUSINESS TO EMPLOYEE
Mobile Payments are Disrupting
Corporate Social Responsibility
32
Cash, credit cards and wallets are
going digital. Innovative mobile
payment technologies are bringing
new speed and convenience to
charitable giving programs.
Results:
• Centric Connect app enables 700+
employees to make financial
donations using Apple Pay and
Android Pay to non-profit
organizations
• Increased # of downloads 237%
• Increased # of active users 41%

31. BUSINESS TO CONSUMER
Document, ID Card and Check Data
Capture and Processing
Emergency Medical Transportation
provider wanted to prototype a next
generation digital platform for
capturing new customer enrollment
forms, driver license and forms of
payment for checks and credit cards
in the field.
Results:
• Working with A2iA Mobility software,
prototype was successful at scanning
paper checks. Square implemented
for credit card processing
• Scanning customer enrollment forms
had mixed results
3333

32. BUSINESS TO CONSUMER
In-App Mobile Payments Increased Revenue and
Customer Engagement for Grocery Retailer
3434
National grocery retailer was
looking for a mobile-first solution
for expanding its customer loyalty
program and driving more dollars
and transactions into lower cost
channels.
Results:
• Increased number of customers
using the app and higher frequency
of usage
• Customer lifetime value and market
basket size were higher on mobile
app than website

33. BUSINESS TO BUSINESS
MasterCard Launches B2B Mobile Payments App
3535
The MasterCard Commercial Network
App connects B2B buyers and
suppliers to help them enhance
efficiency by providing them with
services such as extended payment
terms, exclusive discounts, free
advertising as well as:
• Availability of a merchants and
products directory
• A “Pay Now” option for businesses to
collect payments faster (companies
receive payment in about two days)
• Security features via MasterCard
SecureCode technology

34. AGENDA
1. State of Mobile
2. Conquering App Fatigue
3. Getting Started with Mobile Payments
4. Examples
5. Closing Thoughts

35. THREE THINGS TO DO TODAY
to find out!
3737
MAP:
your customer journey
IDENTIFY:
where customers
are falling out of sales process
RETHINK: the customer
journey using mobile payments

36. MAP
Your Customer Journey
3838
 Helps identify gaps in your understanding of customer’s experience
 Provides high impact feedback
 Share the importance of customer-focused approach with colleagues

37. IDENTIFY
Where Customers are Falling Out of the Sales Process
3939
 Identify customer touchpoints across
the end-to-end journey
 Emphasize touch points where
customers are abandoning the
process
 Where are customers taking a pause
and evaluating their experience or
making a crucial decision
 Harder – but more important – for
B2B scenarios with multiple
stakeholders in the purchase decision

38. RETHINK
The Customer Journey Using Mobile Payments
4040
 Helps facilitate purchase decision
 Delivers seamless, streamlined
payment experience
 “Cost to serve” at most
appropriate time

39. Here’s what you learned today…
● Mobile app usage is growing, but users are pickier. How to engage them:
1) Think about what your customers like – Try new things to get their attention.
2) Learn from experience – Gaming, and some business apps, have figured it out.
● Business apps benefit from mobile payments, too. Five steps to get started:
1) Recognize there’s a problem – Is your mobile app outdated?
2) Dare to be innovative – Embrace mobile payments as a creative solution.
3) Get the executive team on board – Explain the investment and value.
4) Determine the approach you want to take – Enhance or develop a new app?
5) Choose your partners – Do you have the internal skills or need help?
● Not sure if mobile payments are right for you? Find out by doing this:
1) MAP your customer journey to IDENTIFY where customers are falling out of sales
process and RETHINK the customer journey using mobile payments.
41

40. THANK YOU!
42
CONNECT WITH US!
CentricConsulting.com
@centric
Jason Miller
jason.miller@centricconsulting.com
@jasnmiller1